Today SEMPO released its 2008 Market Survey. This data was gathered by Radar Research, who surveyed 890 search engine marketing agencies. Its key findings were:
Behavioral Targeting:
75% of respondents said that they would pay more for clicks targeted toward in-market consumers.
The average advertiser would be willing to pay 10% more for demographic targeting, daypart targeting, and 13% more for behavioral search targeting.
Two in five advertisers said they are not currently targeting or re targeting searchers but plan to in the next 12 months.
Local Search:
34% said that they had tried locally targeted search and thought that “it works okay.”
62% said that they are willing to pay premiums of 1%-5% for local targeting, increasing nearly 1/5th from last year.
One in five said they are willing to pay between 6%-10% premiums, 1/3rd said the same last year.
80% of advertiser respondents said that they use Google AdWords local targeting.
56% of advertisers said that they use Yahoo! Search’s Local Match paid placement program.
Video Search
54% of respondents expressed interest in contextually targeted advertising on to video search results.
Two in five advertisers said that they want to pay the same for video search as for traditional search.
Amidst those willing to pay a premium for video, most preferred 20% or less.
Mobile Search:
48% expressed interest in contextually targeted advertising targeted to mobile search users.
Near 2/5ths of advertisers expressed the desire to pay the same for mobile search as for traditional search.
Amidst those willing to pay a premium for mobile search, most were unwilling to go above 30%.
Social Media
Over 40% of advertiser said they use in-house marketers to actively promote their brand on social media.
Among advertisers which perform social media marketing, over 80% are using Facebook
With more than two-thirds of advertisers using it, Digg is the second most popular social media site for advertising.
Del.icio.us, StumbleUpon, Reddit and Technorati round out the most popular sites to promote brands.